Format-specific bids based on goal-oriented targeting of content

ABSTRACT

Methods, systems, and apparatus, including computer programs encoded on a computer-readable storage medium, including a method for determining bids for campaigns. The method comprises receiving an indication from a sponsor to create a video campaign and presenting a user interface for the sponsor to designate a goal for the video campaign. The goal is expressed in terms of a balance between maximizing any views versus engaged views. Engaged views arise when a user indicates their desire to view a video content item or where the user performs one or more actions related to the video content item while or after viewing the video content item. The method further comprises receiving a sponsor selection of a goal, receiving a maximum bid to be applied to all video campaign formats, automatically determining an adjusted maximum bid for each format based on the maximum bid and sponsor goal selection, and storing the campaign.

BACKGROUND

This specification relates to information presentation.

The Internet provides access to a wide variety of resources. Forexample, video and/or audio files, as well as web pages for particularsubjects or particular news articles, are accessible over the Internet.Access to these resources presents opportunities for other content(e.g., advertisements) to be provided with the resources. For example, aweb page can include slots in which content can be presented. Theseslots can be defined in the web page or defined for presentation with aweb page, for example, along with search results.

Content item slots can be allocated to content sponsors through anauction. For example, content sponsors can provide bids specifyingamounts that the sponsors are respectively willing to pay forpresentation of their content. In turn, an auction can be performed, andthe slots can be allocated to sponsors according, among other things, totheir bids and/or the relevance of the sponsored content to contentpresented on a page hosting the slot or a request that is received forthe sponsored content. Some content slots can have different formats.

SUMMARY

In general, one innovative aspect of the subject matter described inthis specification can be implemented in methods that include a methodfor determining bids for campaigns. The method comprises receiving anindication from a sponsor to create a video campaign. The method furthercomprises presenting a user interface to allow the sponsor to designatea goal for the video campaign where the goal is expressed in terms of abalance between maximizing any views or alternatively maximizing engagedviews, where an engaged view is one that arises when a user indicatestheir desire to view a video content item or where the user performs oneor more actions related to the video content item while or after viewingthe video content item. The method further comprises receiving a sponsorselection of a goal. The method further comprises receiving a maximumbid to be applied to all formats in the video campaign. The methodfurther comprises automatically determining an adjusted maximum bid foreach format based at least in the part on the maximum bid and thesponsor goal selection. The method further comprises storing thecampaign including the adjusted maximum bids for each format.

These and other implementations can each optionally include one or moreof the following features. The actions related to the video content itemcan be selected from the group comprising rating the video content item,sharing the video content item, commenting on the video content item, orsubscribing to a channel associated with a sponsor of the video contentitem. Presenting the user interface can include presenting a slidercontrol for enabling selection of the goal. The slider control canenable selection of a balance of views versus engaged views. The methodcan further comprise presenting the adjusted maximum bids to thesponsor. The method can further comprise presenting controls to enablethe sponsor to manually adjust one or more of theautomatically-determined adjusted maximum bids. The method can furthercomprise receiving sponsor input reflecting a further adjustment to oneof the automatically-adjusted maximum bids and storing the furtheradjustment in the campaign. The method can further comprise presenting acontrol to enable resetting of the further adjustment to a levelassociated with the automatic adjustment. The control can be a slider ona slider bar that is used to designate the sponsor's goal. The methodcan further comprise enabling the campaign and targeting content tousers based on requests for content in conformance with the campaign andthe adjusted maximum bids for each format. The formats for the campaigncan be selected from the group comprising a search-result-embeddedformat, a selected-from-group format, an in-display embedded format oran in-stream-embedded format.

In general, another innovative aspect of the subject matter described inthis specification can be implemented in systems that include a systemthat provides content items responsive to received requests. The systemincludes a content management system for providing content items inresponse to content item requests and based on bids. The content itemsinclude video advertisements having different formats and different bidsfor each of the different formats. The system further includes a sponsorinterface. The sponsor interface allows a sponsor to designate a goalfor a video campaign where the goal is expressed in terms of a balancebetween maximizing any views or alternatively maximizing engaged views,where an engaged view is one that arises when a user indicates theirdesire to view a video content item or where the user performs one ormore actions related to the video content item while or after viewingthe video content item. The sponsor interface further allows a sponsorto provide a maximum bid to be applied to all formats in the videocampaign. The sponsor interface automatically determines an adjustedmaximum bid for each format based at least in the part on the maximumbid and the sponsor goal selection and stores the campaign including theadjusted maximum bids for each format.

In general, another innovative aspect of the subject matter described inthis specification can be implemented in computer program product thatinclude a computer program product tangibly embodied in acomputer-readable storage device and comprising instructions that, whenexecuted by a processor, perform a method for providing content. Themethod comprises receiving an indication from a sponsor to create avideo campaign. The method further comprises presenting a user interfaceto allow the sponsor to designate a goal for the video campaign wherethe goal is expressed in terms of a balance between maximizing any viewsor alternatively maximizing engaged views, where an engaged view is onethat arises when a user indicates their desire to view a video contentitem or where the user performs one or more actions related to the videocontent item while or after viewing the video content item. The methodfurther comprises receiving a sponsor selection of a goal. The methodfurther comprises receiving a maximum bid to be applied to all formatsin the video campaign. The method further comprises automaticallydetermining an adjusted maximum bid for each format based at least inthe part on the maximum bid and the sponsor goal selection. The methodfurther comprises storing the campaign including the adjusted maximumbids for each format.

The details of one or more implementations of the subject matterdescribed in this specification are set forth in the accompanyingdrawings and the description below. Other features, aspects, andadvantages of the subject matter will become apparent from thedescription, the drawings, and the claims.

BRIEF DESCRIPTION OF THE DRAWINGS

FIG. 1 is a block diagram of an example environment for serving content.

FIGS. 2A-2B show example sponsor interfaces for goal-oriented targetingand bidding using different video formats.

FIG. 3 is a flowchart of an example process using sponsor inputs,including maximizing goals, to provide format-specific bids for videocontent items.

FIG. 4 is a block diagram of an example computer system that can be usedto implement the methods, systems and processes described in thisdisclosure.

Like reference numbers and designations in the various drawings indicatelike elements.

DETAILED DESCRIPTION

This document describes methods, processes and systems for goal-orientedtargeting and bids by sponsors on different video formats. Becauseauctions for different video formats can clear at significantlydifferent bids, it can be beneficial to allow sponsors to set multipleformat-specific bids instead of one uniform bid across all formats. Forexample, a sponsor of video content (e.g., video advertisements, or“ads”) can use a sponsor interface to establish bidding strategies,e.g., to designate an optimizing goal that is used to set bids forgoal-oriented targeting, including specifying different maximum bidamounts for different video formats (or “formats”). The goal and biddinginterface can be part of a sponsor interface that the sponsor uses tocreate video campaigns. In some implementations, the sponsor interfaceor some other user interface can be displayed when the sponsor wants tochange the bids that previously have been set for different formats,e.g., to change a balance in how the bids are optimized. In someimplementations, e.g., based on what the sponsor identifies foroptimizing, the sponsor interface can automatically set bid amounts forthe different formats. Example optimizations can include optimizationsfor campaigns that target number of views or level of engagement of theviews. Views and engagement are discussed in greater detail below.

Different types of video formats can exist, including, but not limitedto, a search-result-embedded format (e.g., a video that is provided aspart of a search result), a selected-from-group format (e.g., a videothat is provided in response to a selection made from a slate ofavailable videos), an in-display format (e.g., a video that is providedas a user-selectable thumbnail within a banner or other display), or astream-embedded format (e.g., a video that is provided before, during orafter another content item in a stream). Other formats are possible.Each format can provide a different context in which the video contentitem is presented. By way of example, search-result-embedded videos caninclude videos that consist of a user-selectable thumbnail image or iconthat appears inside a search result. Selected-from-group videos caninclude videos that result from user selection of a single thumbnailfrom a group (or slate) of thumbnails of videos. In-display videos caninclude videos that appear as a user-selectable thumbnail in a banner(e.g., at the top of a web page) or in some other type of display.Stream-embedded videos can include short (e.g., 15-second, 30-second,etc.) videos that play before, during or after other video content(e.g., referred to as “pre-rolls,” “mid-rolls,” or “post-rolls”). Otherformats are possible, and the methods, systems, user interfaces, etc.that are described in this document can be adapted for the otherformats, including formats that apply to mobile devices.

For example, the sponsor interface can present information and controlsthat allow the sponsor to designate an optimizing goal for a videocampaign. The optimizing goal can be expressed, for example, in terms ofa balance between maximizing any views and alternatively maximizingengaged views. For example, an engaged view can include a view coupledwith additional user actions that occur during or after viewing a videocontent item.

In some implementations, engaged views can include or be associated withdifferent types of user actions. Example user actions include startingthe video, watching all or part of the video, subscribing to a web siteor other resource associated with the video (e.g., after clicking to alanding page of the video's sponsor), making a designation to “follow”the video, “liking” the video (e.g., in a social networkingenvironment), sharing or promoting the video (e.g., with friends in asocial network), designating the video as a “favorite,” and so on. Insome implementations, engaged views can include engagements in general,including one or more of the different types of user actions describedabove. In some implementations, sponsors can use a sponsor interface todesignate bids for different formats with respect to the different typesof engagements or user actions, as will be described below. In someimplementations, the sponsor interface can allow the sponsor to setoptimizing goals for different levels of engagement, e.g., to targetcontent items to users based on the users' likelihood to perform certainuser actions during engagement with a video content item.

In some implementations, the sponsor interface can allow the sponsor tospecify a maximum bid that is to be applied to all formats in the videocampaign. Using the user-designated optimizing goal (e.g., views versusengagements), maximum bids for each format can be determinedautomatically at or below the maximum bid. For example, when the sponsorspecifies an optimizing goal that is optimized for total user views ofany kind, the maximum bids for formats that are less expensive can behigher than bids for formats that are more likely to lead to userengagements. In another example, when the sponsor specifies a goal thatis optimized for engagements, the maximum bids for formats that are moreexpensive can be higher than bids for other formats that are less likelyto lead to user engagements. In some implementations, bids that areautomatically determined for a format type can be set using a bid amountthat is expected to win a predetermined amount (e.g., 90% or some otherpercentage) of auctions using that bid (noting the automatic bid isstill bound by the maximum bid specified by the sponsor).

In some implementations, the sponsor can accept theautomatically-determined bids as-is, or the sponsor can elect tomanually change one or more bids for the different formats. When thesponsor is satisfied with the bid amounts (e.g., either for a newcampaign or one for which bids are being modified), the bids for thecampaign can be stored, including the adjusted maximum bids for eachformat. The bids can then be used in environments in which content isserved, including video content items that are targeted based on theoptimized goals and different formats.

FIG. 1 is a block diagram of an example environment 100 for servingcontent. The example environment 100 includes a content managementsystem 110 (e.g., for selecting and providing content in response torequests for content) and a sponsor interface 120 for accepting sponsorbids and targeting goals for campaigns. The example environment 100includes a network 102, such as a local area network (LAN), a wide areanetwork (WAN), the Internet, or a combination thereof. The network 102connects websites 104, user devices 106, sponsors (e.g., campaignsponsors or advertisers 108), publishers 109, the content managementsystem 110, and the sponsor interface 120. The example environment 100may include many thousands of websites 104, user devices 106, andsponsors (e.g., campaign sponsors or advertisers 108).

The sponsor interface 120, for example, can allow a sponsor to provideoptimizing goals and format-specific bids for a selected campaign. Insome implementations, the sponsor interface 120 can access informationfrom content item format source 122. In some implementations, thecontent item format source 122 can include information related to bidamounts (e.g., for each format type) that are likely to provide specificresults relative to a sponsor's strategy, such as maximizing viewsand/or engagements of various types. In some implementations, thesponsor interface 120 can store format-specific bids based on optimizinggoals and strategies in a data store of campaigns and optimized bids124, e.g., with other information associated with the campaigns. Anexample sponsor interface is described below with reference to FIGS.2A-2B.

A website 104 includes one or more resources 105 associated with adomain name and hosted by one or more servers. An example website is acollection of web pages formatted in hypertext markup language (HTML)that can contain text, images, multimedia content, and programmingelements, such as scripts. Each website 104 can be maintained by acontent publisher, which is an entity that controls, manages and/or ownsthe website 104.

A resource 105 can be any data that can be provided over the network102. A resource 105 can be identified by a resource address that isassociated with the resource 105. Resources include HTML pages, wordprocessing documents, portable document format (PDF) documents, images,video, and news feed sources, to name only a few. The resources caninclude content, such as words, phrases, images, video and sounds, thatmay include embedded information (such as meta-information hyperlinks)and/or embedded instructions (such as JavaScript scripts).

A user device 106 is an electronic device that is under control of auser and is capable of requesting and receiving resources over thenetwork 102. Example user devices 106 include personal computers, mobilecommunication devices (e.g., smartphones), and other devices that cansend and receive data over the network 102. A user device 106 typicallyincludes one or more user applications, such as a web browser, tofacilitate the sending and receiving of data over the network 102.

A user device 106 can request resources 105 from a website 104. In turn,data representing the resource 105 can be provided to the user device106 for presentation by the user device 106. The data representing theresource 105 can also include data specifying a portion of the resourceor a portion of a user display, such as a presentation location of apop-up window or a slot of a third-party content site or web page, inwhich content can be presented. These specified portions of the resourceor user display are referred to as slots (e.g., ad slots).

To facilitate searching of these resources, the environment 100 caninclude a search system 112 that identifies the resources by crawlingand indexing the resources provided by the content publishers on thewebsites 104. Data about the resources can be indexed based on theresource to which the data corresponds. The indexed and, optionally,cached copies of the resources can be stored in an indexed cache 114.

User devices 106 can submit search queries 116 to the search system 112over the network 102. In response, the search system 112 accesses theindexed cache 114 to identify resources that are relevant to the searchquery 116. The search system 112 identifies the resources in the form ofsearch results 118 and returns the search results 118 to the userdevices 106 in search results pages. A search result 118 is datagenerated by the search system 112 that identifies a resource that isresponsive to a particular search query, and includes a link to theresource. In some implementations, the content management system 110 cangenerate search results 118 using information (e.g., identifiedresources) received from the search system 112. An example search result118 can include a web page title, a snippet of text or a portion of animage extracted from the web page, and the URL of the web page. Searchresults pages can also include one or more slots in which other contentitems (e.g., video content items) can be presented.

When a resource 105, search results 118 and/or other content arerequested by a user device 106, the content management system 110receives a request for content. The request for content can includecharacteristics of the slots that are defined for the requested resourceor search results page, and can be provided to the content managementsystem 110.

For example, a reference (e.g., URL) to the resource for which the slotis defined, a size of the slot, and/or media types that are availablefor presentation in the slot can be provided to the content managementsystem 110. Similarly, keywords associated with a requested resource(“resource keywords”) or a search query 116 for which search results arerequested can also be provided to the content management system 110 tofacilitate identification of content that is relevant to the resource orsearch query 116.

Based at least in part on data included in the request, the contentmanagement system 110 can select content that is eligible to be providedin response to the request (“eligible content items”). For example,eligible content items can include eligible ads having characteristicsmatching the characteristics of ad slots and that are identified asrelevant to specified resource keywords or search queries 116. However,in applications in which search queries 116 are not used, the contentmanagement system 110 can use other ways of selecting content, e.g.,selecting ads based on the format type of a particular ad slot andfurther based on the bid amounts for ads having that format type.

The content management system 110 can select from the eligible contentitems that are to be provided for presentation in slots of a resource orsearch results page based at least in part on results of an auction. Forexample, for the eligible content items, the content management system110 can receive bids from sponsors (e.g., campaign sponsors oradvertisers 108) and allocate the slots, based at least in part on thereceived bids (e.g., based on the highest bidders at the conclusion ofthe auction). The bids are amounts that the sponsors are willing to payfor presentation (or selection) of their content with a resource orsearch results page. For example, a bid can specify an amount that asponsor is willing to pay for each 1000 impressions (i.e.,presentations) of the content item, referred to as a CPM bid.Alternatively, the bid can specify an amount that the sponsor is willingto pay for a selection (i.e., a click-through) of the content item or aconversion following selection of the content item. The selected contentitem can be determined based on the bids alone, or based on the bids ofeach bidder being multiplied by one or more factors, such as qualityscores derived from content performance, landing page scores, and/orother factors.

FIG. 2A shows an example sponsor interface 200 for goal-orientedtargeting and bidding using different video formats. For example, asponsor can use the sponsor interface 200 to select an optimizing goalused for automatically selecting proposed bid amounts for goal-orientedtargeting and to specify different bids for different video formats (or“formats”). The sponsor interface 200 can be displayed on the userdevice 106, for example, after a sponsor has made an indication that thesponsor is creating or updating a video campaign. In someimplementations, the sponsor interface 200 or some other user interfacecan be displayed when the sponsor wants to change the bids thatpreviously have been set for different formats, e.g., to change abalance in how the bids are optimized. In some implementations, based onwhat the sponsor identifies for optimizing the campaign, the sponsorinterface 200 can automatically set bid amounts for the different videoformats.

The sponsor interface 200 can include a campaign selection area 202 forselecting a new or existing campaign and a targeting interface 204 forspecifying or updating targeting information for the campaign. Thecampaign selection area 202, for example, can display a list of existingcampaigns 206 and include at least one create new campaign control 208,e.g., a “New video campaign” option for creating a new video campaignand for defining the targeting parameters for the new campaign. In someimplementations, campaign filter controls 210 can allow the sponsor tocontrol what types of campaigns are displayed in, or selectable from,the campaign selection area 202 (e.g., all online campaigns, all videocampaigns, etc.). In some implementations, a hide/expose control 212 canbe used to hide or expose the campaign selection area 202, e.g., after acampaign has been selected by the sponsor and to provide more screenspace for the targeting interface 204. In some implementations, thesponsor interface 200 can wait to display the targeting interface 204until after the sponsor has provided an indication to create or modify avideo campaign, e.g., by making a selection of a campaign in thecampaign selection area 202.

In some implementations, the targeting interface 204 can be one ofmultiple screens that are used (e.g., in succession) to define acampaign. For example, the targeting interface 204 can include ahierarchical tabbed header 214, e.g., “Create Campaign and Ad . . .Select Targeting” that corresponds to the selection of “New VideoCampaign” from the create new campaign control 208. Also, the targetinginterface 204 includes a title 216 (e.g., “Create Targeting Group”).

The targeting interface 204 includes a bid area 220 for specifying bidsfor content items within the campaign. For example, the sponsor can usea maximum cost-per-view field 222 to specify a maximum bid to be applied(e.g., as a maximum bid amount) to all formats in the video campaign. Insome implementations, the maximum cost-per-view field 222 can bepre-populated based on the sponsor's campaign budget and/or arecommended or default cost-per-view.

Bidding mode controls 224 can allow the sponsor to select a type ofbidding mode (e.g., “Basic” or “Advanced”) for which to bid onimpressions of videos within the campaign. If, for example, the sponsorselects “Basic” for the bidding mode, then the sponsor-specified bid inthe maximum cost-per-view field 222 can be used for bidding on allformat types. However, if the sponsor selects “Advanced” for the biddingmode, then the targeting interface 204 can additionally display anoptimizing area 226 (e.g., which either does not appear for the “Basic”mode or is grayed out).

In some implementations, the optimizing area 226 can includeoptimization controls 228 that allow the sponsor to designate anoptimizing goal for the video campaign. The optimizing goal, forexample, can be expressed in terms of a balance between maximizing anyviews and maximizing engaged views (where engaged views include e.g.,user actions that occur during or after viewing the video content item).The optimizing area 226 can also include format-specific bids 230 thatcan be set automatically based on sponsor selections of the optimizationcontrols 228. The format-specific bids 230 can also be changed manuallyby the sponsor, e.g., for one or more formats. For example, theformat-specific bids 230, as shown in FIG. 2A, can correspond to thestream-embedded, in-display, search-result-embedded andselected-from-group formats, respectively. In some implementations,per-impression costs in general for the different formats, in ascendingorder (lowest cost to highest cost) can include stream-embedded (leastcostly), selected-from-group, in-display, and search-result-embedded(most costly) formats.

In some implementations, the optimization controls 228 can include aslider control 232 for enabling selection of the goal, e.g., as abalance (or trade-off) of views versus engaged views. For example, thesponsor can slide the slider control 232 fully to the left (e.g., the“Views” end) to optimize the campaign for views, meaning that bids fordifferent format types of the video can be set to maximize user views(e.g., impressions) of the video without regard to whether the userengages with the video. In another example, the sponsor can slide theslider control 232 fully to the right (e.g., the “Engagement” end) tooptimize the campaign for engagements, meaning that bids for differentformat types of the video can be set to maximize user engagements.

In some implementations, the adjusted maximum bid for each format can beautomatically determined based at least in the part on the maximum bidand the sponsor's goal selection. For example, setting or adjusting theslider control 232 can cause an automatic calculation or re-calculationof bid amounts for the format-specific bids 230, none of which areallowed to exceed the bid amount specified in the maximum cost-per-viewfield 222. In some implementations, sliding the slider control 232 tothe center of the bar to select a balanced optimizing goal can resultin, for example, format-specific bids 230 of $0.69, $0.34, $0.23 and$0.45 for the stream-embedded, in-display, search-result-embedded andselected-from-group formats, respectively. Using a balanced optimizinggoal, for example, videos in the sponsor's campaign can be expected toresult in impressions corresponding to a balanced mix of the differentformats. In some implementations, sliding the slider control 232 to thefar left to select an optimizing goal for maximum views can result in,for example, format-specific bids 230 of $0.69, $0.20, $0.10 and $0.56.In this example, there are higher bid amounts for stream-embedded andselected-from-group formats, yet lower bid amounts for in-display andsearch-result-embedded formats. In some implementations, sliding theslider control 232 to the far right to select an optimizing goal formaximum engagements can result in, for example, format-specific bids 230of $0.10, $0.69, $0.60 and $0.20. In this example, there are higher bidamounts for search-result-embedded and in-display formats, yet lower bidamounts for selected-from-group and stream-embedded formats. Otherautomatically-determined bid amounts are possible for those and otherpositions on the slider control 232, including intermediate positions oneither side of the center position.

In some implementations, a center position of the slider control 232 canbe the default, e.g., when the targeting interface 204 is initiallydisplayed for a new campaign. In some implementations, a defaultposition of the slider control 232 can be depend on a sponsor'spreferences or based on existing or historical campaigns.

In some implementations, the slider control 232 can include labeled tickmarks or other types of settings that represent different levels ofengagement and/or specific engagement activities such as subscriptions,follows, likes, shares, favorites, etc. For example, instead of slidingthe slider control 232 to the right into a single, all-inclusive maximumengagement setting, the sponsor can select specific levels or types ofengagement. In some implementations, the levels can be cumulative withregard to previous levels, e.g., one or more activities for a firstengagement level can be pre-requisites for a second follow-on engagementlevel.

In some implementations, instead of (or in addition to) the slidercontrol 232 having tick marks, other controls can be used. For example,the targeting interface 204 can include individual check boxes, eachcheck box corresponding to a different type of user action (e.g.,subscribing, following, liking, sharing, making a favorite, etc.). Insome implementations, the sponsor can check any number of the checkboxesin order to achieve a desired optimization goal.

In some implementations, the format-specific bids 230 can be updatedmanually by the sponsor, e.g., in order to change anautomatically-determined bid. In some implementations, updating one ormore of the format-specific bids 230 can result in a change ofappearance of the slider control 232, e.g., grayed out to indicate thata setting on the slider control 232 is no longer reflected by theformat-specific bids 230. In some implementations, a reset control 234enables a resetting of the manual adjustments made by the sponsor to theformat-specific bids 230. For example, the reset control 234 can restoreautomatically-determined values that were based on the position of theslider control 232.

In some implementations, the targeting interface 204 can include variouscontrols for saving and storing the sponsor's settings, including themaximum cost-per-view field 222 and format-specific bids 230. Forexample, selecting a save control 236 can cause the campaign to bestored (e.g., in the data store of campaigns and optimized bids 124),including the adjusted maximum bids for each format.

In some implementations, the targeting interface 204 can further includeother areas in which the sponsor can select or define targetingcriteria. For example, additional areas can include a targeting area 240for selecting the target(s) of the campaign, a selected targets area 242for displaying information about an estimated audience that the targetedcampaign will reach, a search network area 244 for defining additionaltargeting options (e.g., keywords) for targeting one or more searchnetworks, and a video/display network area 246 for defining additionaltargeting options (e.g., keywords) for targeting one or more videonetworks and display networks.

FIG. 2B shows an example expanded state of the targeting area 240 thatcan be used for goal-oriented planning. For example, in addition to theoptimization goals described above, the sponsor can identify proposedkeywords, a target audience and target websites for the campaign. Agoal-oriented planning engine (e.g., part of content management system110 of FIG. 1), for example, can analyze the sponsor's optimizationgoals (described above) in combination with the sponsor's proposedkeywords, targeted audience and target websites to provide suggestionscorresponding to the sponsor-identified targeting information. Thesuggestions, for example, can include additions and/or changes to theproposed keywords, target audience, and identified websites. Forexample, some of the websites targeted by the sponsor may not beoptimized for formats associated with the sponsor's goal. The targetingarea 240 can identify these websites and suggest other websites that areoptimized for the formats. The sponsor can iteratively change thetargeting information in the targeting area 240 (and receive additionalsuggestions) so as to satisfy the sponsor's format-based optimizing goaland generate the sponsor's desired number of views or other engagements.

The targeting area 240 includes options 250 from which the sponsor canidentify the type of targeting data to be updated in the targeting area240. As an example, if the sponsor selects the “Keywords” option 250,then a keyword entry box 252 can appear. The sponsor can enter thekeyword “car,” for example, to target content items of the campaign tousers who may be interested in cars. Other controls and/or boxes canappear when, for example, the sponsor selects “Audience” or “URL” fromthe options 250 instead of “Keywords.” For example, if “Audience” isselected, then a control can appear by manipulation of which the sponsorcan identify the user audience or groups of users to target, e.g., basedon demographics (e.g., gender, age), etc. In another example, if “URL”is selected, then a control can appear by which the sponsor can enter orselect website names that the sponsor identifies as potential websitesto which content items in the campaign are to be targeted.

If the sponsor selects a targeting suggestion generation control 254,the sponsor interface 120 (e.g., using the goal-oriented planningengine) can generate targeting suggestions based on the sponsor'scurrent settings of targeting information (e.g., corresponding tooptions 250). In the example shown, such a selection results in thedisplay of, suggested keywords 256. In this example, the suggestedkeywords 256 include the sponsor-identified keyword “car” and othercar-related keywords. For example, each of the suggested keywords 256can include an estimated views 258 value which corresponds to theadditional views that the campaign is expected to produce if thecorresponding keyword is added (e.g., 10K-20K more views for the keyword“car rental”). Using controls 260 (e.g., checkboxes), the sponsor canselect or deselect suggested keywords 256. Based on the currentselections of the suggested keywords 256, a total estimated views 262can identify the total additional views that are estimated to result forthe campaign, based on the selected keywords 256 and based on thecurrently-defined targeting information. When the sponsor is satisfiedwith the currently-selected suggested keywords 250, the sponsor canselect an add control 264. For example, this can result in the selectedsuggested keywords 256 to be added to the keyword entry box 252.

Additional targeting information areas 266 can include other targetinginformation from which the sponsor can identify targeting parameters andreceive suggestions. For example, placements 268 can identify thecurrent URLs that the sponsor has selected for targeting. The URLsdisplayed can correspond to URLs for websites that the sponsor canselect by selecting the URL option 250 and entering URLs in a URL entrybox, e.g., similar to the keyword entry box 252. By selecting an expandcontrol 268, a control can be displayed that lists the URLs included inthe placements 268 and their corresponding estimated views (e.g.,additional views estimated by including each of the websites intargeting).

An audience display 272, for example, can list the demographic-basedtargeting information (e.g., males 18-29) that the sponsor can input andupdate by checking the audience option 250. By selecting an expandcontrol 274, for example, the sponsor can view a list of audiences. Insome implementations, each type of demographic listed can identify theadditional views that are expected for each group, as well as for groupsnot currently selected by the sponsor.

In some implementations, additional targeting information areas 266 caninclude topics 276, contextual themes 278, interests 280, andremarketing lists 282. Each of the additional targeting informationareas 266 can include an expand control 284, for example, for displayingestimated additional views for each of the corresponding selections inthat area. In some implementations, targeting parameters that thesponsor can identify (and for which the goal-oriented planning enginecan provide suggestions) can also include geography (e.g., counties,states, metropolitan areas), language preference (e.g., Englishspeakers), education, household income, and other parameters thatrepresent a portion of a given market.

FIG. 3 is a flowchart of an example process 300 using sponsor inputs,including maximizing goals, to provide format-specific bids for videocontent items. The process 300 can be performed by the sponsor interface120. FIGS. 1 and 2 are used to provide examples for steps of the process300.

An indication is received from a sponsor to create a video campaign(302). For example, a sponsor can select the create new campaign control208.

A user interface is presented to allow the sponsor to designate a goalfor the video campaign (304). In some implementations, the goal isexpressed in terms of a balance between maximizing any views andalternatively maximizing engaged views. For example, the sponsorinterface 200 can provide the targeting interface 204. As describedpreviously, an engaged view is one that arises when a user indicatestheir desire to view a video content item or where the user performs oneor more actions related to the video content item while or after viewingthe video content item.

A sponsor selection of a goal is received (306). For example, thesponsor can use the slider control 232 or some other controls todesignate an optimization goal (e.g., that is a balance of views versusengagements).

A maximum bid is received that is to be applied to all formats in thevideo campaign (308). For example, the sponsor can enter a bid amount inthe maximum cost-per-view field 222.

An adjusted maximum bid for each format is automatically determinedbased at least in the part on the maximum bid and the sponsor goalselection (310). As an example, the sponsor interface 200 canautomatically determine bid amounts for the format-specific bids 230. Insome implementations, the individual bids are not to exceed the bidamount entered by the sponsor in the maximum cost-per-view field 222.Further, as described above, the bids are optimized based on thesponsor's goal selection indicated by the position on the slider control232 that is selected by the sponsor.

The campaign is stored including the adjusted maximum bids for eachformat (312). For example, the sponsor interface can store the campaign,including the optimized bid amounts, in the data store of campaigns andoptimized bids 124.

FIG. 4 is a block diagram of computing devices 400, 450 that may be usedto implement the systems and methods described in this document, aseither a client or as a server or plurality of servers. Computing device400 is intended to represent various forms of digital computers, such aslaptops, desktops, workstations, personal digital assistants, servers,blade servers, mainframes, and other appropriate computers. Computingdevice 450 is intended to represent various forms of mobile devices,such as personal digital assistants, cellular telephones, smartphones,and other similar computing devices. The components shown here, theirconnections and relationships, and their functions, are meant to beexemplary only, and are not meant to limit implementations of theinventions described and/or claimed in this document.

Computing device 400 includes a processor 402, memory 404, a storagedevice 406, a high-speed interface 408 connecting to memory 404 andhigh-speed expansion ports 410, and a low speed interface 412 connectingto low speed bus 414 and storage device 406. Each of the components 402,404, 406, 408, 410, and 412, are interconnected using various busses,and may be mounted on a common motherboard or in other manners asappropriate. The processor 402 can process instructions for executionwithin the computing device 400, including instructions stored in thememory 404 or on the storage device 406 to display graphical informationfor a GUI on an external input/output device, such as display 416coupled to high speed interface 408. In other implementations, multipleprocessors and/or multiple buses may be used, as appropriate, along withmultiple memories and types of memory. Also, multiple computing devices400 may be connected, with each device providing portions of thenecessary operations (e.g., as a server bank, a group of blade servers,or a multi-processor system).

The memory 404 stores information within the computing device 400. Inone implementation, the memory 404 is a computer-readable medium. In oneimplementation, the memory 404 is a volatile memory unit or units. Inanother implementation, the memory 404 is a non-volatile memory unit orunits.

The storage device 406 is capable of providing mass storage for thecomputing device 400. In one implementation, the storage device 406 is acomputer-readable medium. In various different implementations, thestorage device 406 may be a floppy disk device, a hard disk device, anoptical disk device, or a tape device, a flash memory or other similarsolid state memory device, or an array of devices, including devices ina storage area network or other configurations. In one implementation, acomputer program product is tangibly embodied in an information carrier.The computer program product contains instructions that, when executed,perform one or more methods, such as those described above. Theinformation carrier is a computer- or machine-readable medium, such asthe memory 404, the storage device 406, or memory on processor 402.

The high speed controller 408 manages bandwidth-intensive operations forthe computing device 400, while the low speed controller 412 manageslower bandwidth-intensive operations. Such allocation of duties isexemplary only. In one implementation, the high-speed controller 408 iscoupled to memory 404, display 416 (e.g., through a graphics processoror accelerator), and to high-speed expansion ports 410, which may acceptvarious expansion cards (not shown). In the implementation, low-speedcontroller 412 is coupled to storage device 406 and low-speed expansionport 414. The low-speed expansion port, which may include variouscommunication ports (e.g., USB, Bluetooth, Ethernet, wireless Ethernet)may be coupled to one or more input/output devices, such as a keyboard,a pointing device, a scanner, or a networking device such as a switch orrouter, e.g., through a network adapter.

The computing device 400 may be implemented in a number of differentforms, as shown in the figure. For example, it may be implemented as astandard server 420, or multiple times in a group of such servers. Itmay also be implemented as part of a rack server system 424. Inaddition, it may be implemented in a personal computer such as a laptopcomputer 422. Alternatively, components from computing device 400 may becombined with other components in a mobile device (not shown), such asdevice 450. Each of such devices may contain one or more of computingdevice 400, 450, and an entire system may be made up of multiplecomputing devices 400, 450 communicating with each other.

Computing device 450 includes a processor 452, memory 464, aninput/output device such as a display 454, a communication interface466, and a transceiver 468, among other components. The device 450 mayalso be provided with a storage device, such as a microdrive or otherdevice, to provide additional storage. Each of the components 450, 452,464, 454, 466, and 468, are interconnected using various buses, andseveral of the components may be mounted on a common motherboard or inother manners as appropriate.

The processor 452 can process instructions for execution within thecomputing device 450, including instructions stored in the memory 464.The processor may also include separate analog and digital processors.The processor may provide, for example, for coordination of the othercomponents of the device 450, such as control of user interfaces,applications run by device 450, and wireless communication by device450.

Processor 452 may communicate with a user through control interface 458and display interface 456 coupled to a display 454. The display 454 maybe, for example, a TFT LCD display or an OLED display, or otherappropriate display technology. The display interface 456 may compriseappropriate circuitry for driving the display 454 to present graphicaland other information to a user. The control interface 458 may receivecommands from a user and convert them for submission to the processor452. In addition, an external interface 462 may be provided incommunication with processor 452, so as to enable near areacommunication of device 450 with other devices. External interface 462may provide, for example, for wired communication (e.g., via a dockingprocedure) or for wireless communication (e.g., via Bluetooth or othersuch technologies).

The memory 464 stores information within the computing device 450. Inone implementation, the memory 464 is a computer-readable medium. In oneimplementation, the memory 464 is a volatile memory unit or units. Inanother implementation, the memory 464 is a non-volatile memory unit orunits. Expansion memory 474 may also be provided and connected to device450 through expansion interface 472, which may include, for example, aSIMM card interface. Such expansion memory 474 may provide extra storagespace for device 450, or may also store applications or otherinformation for device 450. Specifically, expansion memory 474 mayinclude instructions to carry out or supplement the processes describedabove, and may include secure information also. Thus, for example,expansion memory 474 may be provide as a security module for device 450,and may be programmed with instructions that permit secure use of device450. In addition, secure applications may be provided via the SIMMcards, along with additional information, such as placing identifyinginformation on the SIMM card in a non-hackable manner.

The memory may include for example, flash memory and/or MRAM memory, asdiscussed below. In one implementation, a computer program product istangibly embodied in an information carrier. The computer programproduct contains instructions that, when executed, perform one or moremethods, such as those described above. The information carrier is acomputer- or machine-readable medium, such as the memory 464, expansionmemory 474, or memory on processor 452.

Device 450 may communicate wirelessly through communication interface466, which may include digital signal processing circuitry wherenecessary. Communication interface 466 may provide for communicationsunder various modes or protocols, such as GSM voice calls, SMS, EMS, orMMS messaging, CDMA, TDMA, PDC, WCDMA, CDMA2000, or GPRS, among others.Such communication may occur, for example, through radio-frequencytransceiver 468. In addition, short-range communication may occur, suchas using a Bluetooth, WiFi, or other such transceiver (not shown). Inaddition, GPS receiver module 470 may provide additional wireless datato device 450, which may be used as appropriate by applications runningon device 450.

Device 450 may also communicate audibly using audio codec 460, which mayreceive spoken information from a user and convert it to usable digitalinformation. Audio codec 460 may likewise generate audible sound for auser, such as through a speaker, e.g., in a handset of device 450. Suchsound may include sound from voice telephone calls, may include recordedsound (e.g., voice messages, music files, etc.) and may also includesound generated by applications operating on device 450.

The computing device 450 may be implemented in a number of differentforms, as shown in the figure. For example, it may be implemented as acellular telephone 480. It may also be implemented as part of asmartphone 482, personal digital assistant, or other similar mobiledevice.

Various implementations of the systems and techniques described here canbe realized in digital electronic circuitry, integrated circuitry,specially designed ASICs (application specific integrated circuits),computer hardware, firmware, software, and/or combinations thereof.These various implementations can include implementation in one or morecomputer programs that are executable and/or interpretable on aprogrammable system including at least one programmable processor, whichmay be special or general purpose, coupled to receive data andinstructions from, and to transmit data and instructions to, a storagesystem, at least one input device, and at least one output device.

These computer programs (also known as programs, software, softwareapplications or code) include machine instructions for a programmableprocessor, and can be implemented in a high-level procedural and/orobject-oriented programming language, and/or in assembly/machinelanguage. As used herein, the terms “machine-readable medium”“computer-readable medium” refers to any computer program product,apparatus and/or device (e.g., magnetic discs, optical disks, memory,Programmable Logic Devices (PLDs)) used to provide machine instructionsand/or data to a programmable processor, including a machine-readablemedium that receives machine instructions as a machine-readable signal.The term “machine-readable signal” refers to any signal used to providemachine instructions and/or data to a programmable processor.

To provide for interaction with a user, the systems and techniquesdescribed here can be implemented on a computer having a display device(e.g., a CRT (cathode ray tube) or LCD (liquid crystal display) monitor)for displaying information to the user and a keyboard and a pointingdevice (e.g., a mouse or a trackball) by which the user can provideinput to the computer. Other kinds of devices can be used to provide forinteraction with a user as well; for example, feedback provided to theuser can be any form of sensory feedback (e.g., visual feedback,auditory feedback, or tactile feedback); and input from the user can bereceived in any form, including acoustic, speech, or tactile input.

The systems and techniques described here can be implemented in acomputing system that includes a back end component (e.g., as a dataserver), or that includes a middleware component (e.g., an applicationserver), or that includes a front end component (e.g., a client computerhaving a graphical user interface or a Web browser through which a usercan interact with an implementation of the systems and techniquesdescribed here), or any combination of such back end, middleware, orfront end components. The components of the system can be interconnectedby any form or medium of digital data communication (e.g., acommunication network). Examples of communication networks include alocal area network (“LAN”), a wide area network (“WAN”), and theInternet.

The computing system can include clients and servers. A client andserver are generally remote from each other and typically interactthrough a communication network. The relationship of client and serverarises by virtue of computer programs running on the respectivecomputers and having a client-server relationship to each other.

While this specification contains many specific implementation details,these should not be construed as limitations on the scope of anyinventions or of what may be claimed, but rather as descriptions offeatures specific to particular implementations of particularinventions. Certain features that are described in this specification inthe context of separate implementations can also be implemented incombination in a single implementation. Conversely, various featuresthat are described in the context of a single implementation can also beimplemented in multiple implementations separately or in any suitablesubcombination. Moreover, although features may be described above asacting in certain combinations and even initially claimed as such, oneor more features from a claimed combination can in some cases be excisedfrom the combination, and the claimed combination may be directed to asubcombination or variation of a subcombination.

Similarly, while operations are depicted in the drawings in a particularorder, this should not be understood as requiring that such operationsbe performed in the particular order shown or in sequential order, orthat all illustrated operations be performed, to achieve desirableresults. In certain circumstances, multitasking and parallel processingmay be advantageous. Moreover, the separation of various systemcomponents in the implementations described above should not beunderstood as requiring such separation in all implementations, and itshould be understood that the described program components and systemscan generally be integrated together in a single software product orpackaged into multiple software products.

Thus, particular implementations of the subject matter have beendescribed. Other implementations are within the scope of the followingclaims. In some cases, the actions recited in the claims can beperformed in a different order and still achieve desirable results. Inaddition, the processes depicted in the accompanying figures do notnecessarily require the particular order shown, or sequential order, toachieve desirable results. In certain implementations, multitasking andparallel processing may be advantageous.

What is claimed is:
 1. A method for displaying market informationrelating to and facilitating purchasing of content presentationopportunities in an electronic auction-based exchange on a graphicaluser interface, comprising: receiving, by a processing device, anindication from a sponsor to create a video campaign; receiving, by theprocessing device, an input value of a maximum bid price per contentpresentation opportunity for the video campaign; providing, in agraphical user interface by the processing device, a user-adjustablecontrol element consisting of a slider control at a first position alonga line between two terminal portions of the line; calculating aplurality of format-specific bid prices for a corresponding plurality ofpresentation types, each of the plurality of format-specific bid pricesequal to the input value multiplied by a format-specific adjustmentcorresponding to the first position of the slider control; displaying,in the graphical user interface by the processing device, the pluralityof format-specific bid prices for the corresponding plurality ofpresentation types; detecting, via the graphical user interface, anadjustment of the control element from the first position to a secondposition; dynamically recalculating the plurality of format-specific bidprices, by the processing device, each recalculated format-specific bidprice equal to the input value multiplied by a second format-specificadjustment corresponding to the second position of the slider control;and generating, by the processing device, campaign data for the campaignincluding the plurality of format-specific bid prices for each format,wherein the campaign data is stored on a storage device. 2-4. (canceled)5. The method of claim 1 further comprising presenting the plurality offormat-specific bid prices to the sponsor.
 6. The method of claim 5further comprising presenting controls to enable the sponsor to manuallyadjust one or more of the dynamically recalculated plurality offormat-specific bid prices.
 7. The method of claim 6 further comprisingreceiving sponsor input reflecting a further adjustment to one of thedynamically recalculated plurality of format-specific bid prices andstoring the further adjustment in the campaign.
 8. The method of claim 7further comprising presenting a second control element to enableresetting of the further adjustment to the one of the plurality offormat-specific bid prices.
 9. The method of claim 8 where the secondcontrol element is a slider on a second slider control that is used todesignate the sponsor's goal.
 10. The method of claim 1 furthercomprising enabling the campaign and targeting content to users based onrequests for content in conformance with the campaign and the pluralityof format-specific bid prices for each format.
 11. The method of claim 1where the plurality of formats for the campaign include one or more of asearch-result-embedded format, a selected-from-group format, anin-display embedded format or an in-stream-embedded format.
 12. A systemfor displaying market information relating to and facilitatingpurchasing of content presentation opportunities in an electronicauction-based exchange on a graphical user interface, comprising: amemory to store campaign data for a video campaign; and a processingdevice, coupled to the memory, configured to: receive an indication froma sponsor to create the video campaign; receive an input value of amaximum bid price per content presentation opportunity for the videocampaign; provide a graphical user interface comprising auser-adjustable control element consisting of a slider control at afirst position along a line between two terminal portions of the line;calculate a plurality of format-specific bid prices for a correspondingplurality of presentation types, each of the plurality offormat-specific bid prices equal to the input value multiplied by aformat-specific adjustment corresponding to the first position of theslider control; display, in the graphical user interface, the pluralityof format-specific bid prices for the corresponding plurality ofpresentation types; detect, via the graphical user interface, anadjustment of the control element from the first position to a secondposition; dynamically recalculate the plurality of format-specific bidprices, each recalculated format-specific bid price equal to the inputvalue multiplied by a second format-specific adjustment corresponding tothe second position of the slider control; and generate the campaigndata for the campaign including the plurality of format-specific bidprices for each format.
 13. A non-transitory computer-readable storagemedium comprising instructions that, when executed by a processor,perform a method comprising: receiving an input value of a maximum bidprice per content presentation opportunity for the video campaign;providing, in a graphical user interface a user-adjustable controlelement consisting of a slider control at a first position along a linebetween two terminal portions of the line; calculating a plurality offormat-specific bid prices for a corresponding plurality of presentationtypes, each of the plurality of format-specific bid prices equal to theinput value multiplied by a format-specific adjustment corresponding tothe first position of the slider control; displaying, in the graphicaluser interface, the plurality of format-specific bid prices for thecorresponding plurality of presentation types detecting, via thegraphical user interface, an adjustment of the control element from thefirst position to a second position; dynamically recalculating theplurality of format-specific bid prices, each recalculatedformat-specific bid price equal to the input value multiplied by asecond format-specific adjustment corresponding to the second positionof the slider control; and generating campaign data for the campaignincluding the adjusted maximum bids for each format, wherein thecampaign data is stored on a storage device.